There is a lot of attention going toward Google's Privacy Sandbox lately: what will break, what works, and what will change. Yet few people or companies have built the required technology to share concrete answers or offer solutions. This will hopefully start changing in light of the IAB Tech Lab's new report, but there are still massive knowledge gaps on all sides of the digital advertising ecosystem regarding how Sandbox will function and what advertisers, publishers and platforms can expect from the new system.

Chief among these is the Protected Audience API, or PAAPI (formally FLEDGE), which allows users to be added to Interest Groups that can be targeted with campaign specific advertising.

Despite Protected Audiences having the potential to deliver ad performance and targeting capabilities that maintain consumer privacy, the question remains: is the industry ready to embrace this new solution (and is the solution ready to be embraced); or will it be a temporary solution that never gets off the ground?